Михаил Чернышов

Как написать полезную подсказку в интерфейсе

Редактор смотрит на интерфейсный текст и думает: слишком сухо, переписать бы человечнее.

Кажется, если добавить слов или заменить одну формулировку на другую, текст заиграет. Пользователь всё поймет, похвалит продукт, порекомендует его другим: вроде ж вот как интересно написано!

На самом деле, чтобы написать хороший текст, недостаточно переставить слова или придумать новые. Этим можно только все испортить. Важно научиться узнавать предыдущие действия пользователя, понимать контекст и задавать к тексту вопросы.

Больше слов  — не выход

Возьмем текст подсказки в интерфейсе, который может показаться сухим. Я нашел его в одной из статей про UX-тексты.

Запрос получен, ответим через 7 дней. Проверяйте почту mail@mail.ru 

Автор статьи предложил разбавить этот вариант, чтобы показать человечность.

Мы получили ваш запрос и точно ответим на него в течение 7 дней. Ответ придёт на почту mail@mail.ru.

Появилось местоимение, вроде как с ним человечнее, добавились «точно» и «в течение». Так автор быстрым мазком добавил тексту дружелюбия. Правда ли стало лучше?

Я думаю, что от добавления слов пользователю не станет легче. Какая разница, что ответ пришлете «вы», а не «он» или кто-то другой? Как верить в «точно»? А написано ли просто «7 дней», «через 7 дней» или «в течение» вообще не важно — все равно это очень долго.

Слова ничего не решают. Если хочется добавить в текст эмоций, нужно подняться на уровень выше. Подумать о задаче — что пользователю действительно поможет.

Что можно сделать? 

К тексту всегда есть вопросы

Попробуем сделать лучше пример с подсказкой в интерфейсе из начала статьи. Для этого можно задать к нему вопросы. Представьте, что вы придирчивый владелец кафе, у которого сломалась программа. Вы отправили заявку, а в ответ получили: ждите, пришлем на почту. Фирма-разработчик пробует ответить.

Вопрос к тексту Возможный ответ
Почему так долго? У разработчиков выходные, много заявок в очереди, сотрудник проверяет каждый запрос от и до. Время нужно, чтобы дать не отписку, а постараться сделать одно подробное письмо-инструкцию, которое решит проблему.
Может есть статьи, где можно самому поискать? Ссылки на вопросы из базы знаний, где может находиться ответ.
Что если это не моя почта? Или моя, но ответ нужен на другую. Кнопка «заменить», «уточнить», «указать».
Если через неделю не придет, как напомнить, чтобы мой вопрос нашли сразу?Номер заявки, номер телефона, написать с конкретной почты или вообще ничего не нужно: программа сама отыщет заявку.

Вот сколько вопросов появилось навскидку. В реальности их будет еще больше. Именно поэтому важно знать, кто конкретно пользуется продуктом, где он работает, какие у него возникают проблемы.

Сложим ответы в подсказку.

Принято! Разработчик вышлет ответ на mail@mail.ru [Заменить] Письмо придет через 7 дней или раньше — нужно время на подробный ответ, чтобы решить все за одно обращение.  

Возможно, ответ есть в этих статьях:  .
— Важная статья 1
— Важная статья 2
— Важная статья 3

Решили сразу две задачи: помогли и стали звучать человечнее. Появился живой «разработчик», стало ясно, почему так долго, а вместо запроса пользователь теперь ждет «письмо». Ссылки на статьи помогут найти ответ, а еще покажут человеку сайт — еще одну точку контакта с продуктом. Маркетологи спасибо скажут.

Подсказка стала длиннее. Это еще раз подтверждает: короче писать необязательно, обязательно полезнее. Может быть, вам не разрешат поправить подсказку в интерфейсе, если дизайн готов. С другой стороны — пользы от одного элемента стало больше: человек будет благодарен за пояснение, а возможно и решит проблему сам.

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